Online Hispanic Trends

Public-Private Collaboration to Increase Latino Academic Achievement

Univision, the Department of Education and the Gates Foundation have recently teamed up on an exciting three-year, multi-platform national education initiative called "Es El Momento" (The Moment is Now) aimed at improving academic achievement of Hispanic K-12 students. The campaign is focused on improving the high school graduation rate, which is currently at 55 percent for the Hispanic population as compared to 69 percent for their non-Hispanics peers.

In addition to PSAs, TV and radio, the campaign is offering a comprehensive web presence and mobile resources, including questions and answers with the popular motivational radio personality Dr. Isabel, a school locator widget and weekly mobile text alerts with relevant educational tips. Visitors will also be able to find local resources through website feeds in the future. 

This is a terrific example of public private partnerships creatively coming together to address the pressing needs of the community. We should see more of this happening on a regular basis.

Check out the online presence here or by clicking the image below.

Source: Hispanicad.com

Coke Taps Latinos Desire for Self-Improvement

In an interview conducted by Joe Kutchera, Reinaldo Padua, the assistant VP of Hispanic Marketing at Coca-Cola America talked about a new educational marketing initiative. 

In essence, when Hispanic customers buy coke, they receive a bilingual dictionary and a DVD with the first lesson from the Inglés sin Barreras collection. Thereafter, they can register and accumulate points and redeem these for one of the 12 volumes of the collection.

By doing its research, Coke was able to identify that for Latinos, happiness means being able to pursue their dreams, and one important factor in being able to do so in the U.S. is to have strong English language skills.

The initial results of thein-store and mobile campaign, "look very encouraging" said Mr. Padua. " The feedback we have gotten from consumers has been very positive. The feedback from our employees, our most important stakeholders, has also been positive. They love it and understand the value that it provides to the community. Customers also love the idea that we are helping the community in a tangible way."

Source: Media Post

Walmart Focuses on Supporting Education for Hispanic Heritage Month

As part of Hispanic Heritage month, Walmart has launched a new campaign entitled "La Mejor Herencia es una Buena Educacion," ("the best heritage is a good education") with the goal of providing information and assistance to help Latinos gain access to higher education.

One component of the program will focus on enhancing www.AhorraMasViveMejor.com by creating a section that will connect parents and students with individuals committed to helping Hispanics achieve a higher education.

The portal will provide information and tools related to standardized tests and college placement exams, scholarship and financial aid, steps on choosing a college, and tips on writing admission essays in both English and Spanish and will be accessible throughout the year.

Read more about the campaign at Reuters.com

Lance Armstrong Foundation Launches Spanish-language Site for U.S. Hispanic Community

As part of its multimedia campaign, the Lance Armstrong Foundation has launched a Spanish-language version of its website to provide practical tools and useful information for cancer survivors, their families and caregivers within the Hispanic community in the United States.  

 

Read Juan Tornoe's interview with the Lance Armstrong Foundation on their Latino outreach efforts.

Discovery en Español Making a Difference on Earth Day

In celebration of Earth Day, Discover en Español, in collaboration with La Onda Verde of the National Resources Defense Council (NRDC), is launching a multifaceted campaign to increase awareness of the state of our environment and get people to take action to make a difference.  Their campaign, called 3 Pasos, 3 Personas, will drive viewers to an innovative Web 2.0 site with the goal of getting each person to take commit to taking three actions and then inspire three friends to do the same.  Using a variety of social media platforms and email, participants will be able to see the number of total commitments in each area – water, energy and recycling.

It will be very interesting to see the results of this very innovative campaign!

Check it out and spread the word by clicking here: 3 Pasos